A SAINSBURY'S advert featuring Jamie Oliver has been banned for misleading customers into thinking they no longer had to pack their own shopping.

A SAINSBURY'S advert featuring Jamie Oliver has been banned for misleading customers into thinking they no longer had to pack their own shopping.

The ad featured two girls watching the celebrity chef having his carrier bags packed for him in a Sainsbury's store.

One of the girls assumed he was getting special treatment but a checkout assistant told her, "We scan and pack now."

But customers who visited their local stores found that checkout staff would pack only a handful of items - some checkout assistants would pack no more than three things.

Seven viewers complained to the Independent Television Commission. The Commission concluded Sainsbury's had breached TV advertising guidelines and misled viewers.

The supermarket chain argued that "there were no claims in the advertisement to suggest that Sainsbury's would pack all the customer's purchases". Its commitment was that staff would "always, during the transaction, scan and pack the first few items into the carrier bag".

But the ITC ruled that the advert cannot be shown again in its current form.